Jeeps were always very utilitarian and basic up until the yj era . They sold , and were loved.
Today the 4 door reigns supreme , and up to 2018 the JK Wrangler sold twice the numbers the TJ did when you combine the 2 and 4 door versions for those years (1.8 million)
Interestingly , the JK 2 door hasn't sold like the TJ , but the 4 doors' popularity has more than made up for that .
The reality is the 2 door JK/JL " IS" today's TJ, and no , a more basic , rugged , utilitarian version wouldn't fare any better in today's market .
The TJ was a very successful line , and it actually paved the way to where the Wrangler is today ..it kept the popularity alive , sold nearly 1 million units , and demonstrated that a better driving /riding jeep with more amenities was the right direction for Chrysler/Fiat to go.
The 4 door was inevitable in my opinion , and brilliant.